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Organizations across the world have scrambled to deliver their product or service virtually. For those that specialize in in-person experiences – think arts and cultural institutions, gyms and fitness spaces, travel resorts, concerts and sports venues – the shift has been even more dramatic. Nonprofits and Brands that master the digital customer experience will better weather the current crisis and be more agile and diversified in the future.
- 85% of enterprise decision-makers say they have a time frame of two years to make significant inroads into digital transformation or they will fall behind their competitors and suffer financially.
- 91% of consumers say they have more positive feelings about brands after attending events and experiences.
- Gen Z (64%) and Millennial (72%) consumers believe that brands should provide personalized experiences.
- Experiential brand experience is the most powerful form of word-of-mouth driving activity for 50 to 80% in any given product category.
Sources: IDC, EventTrak, NGdata, eMarketer
Impact on Partnerships:
As the novelty of moving online wears off, nonprofits should begin to treat digital as a standard part of their organization’s “experience” strategy, rather than a crisis management approach. Think strategically about how you can make virtual experiences a permanent or supplemental part of your normal operations and dedicate regular resources toward them. The pandemic is an opportunity to see your organization’s ability to create meaningful experiences with your mission – for individual and corporate donors – in a new light. Monterey Bay Aquarium is a great example of a nonprofit leveraging technology to connect their supporters to their mission in a different way – now offering virtual tours and live cams of their animals!